As the 2026 FIFA World Cup kicks off, Nile Breweries Limited (NBL) is bringing the excitement closer to Ugandan football fans through its Cheers to Bars initiative.
Through Cheers to Bars, NBL aims to turn local bars into vibrant World Cup viewing spaces where fans can enjoy the energy of the tournament together. The initiative is part of the brewery’s commitment to celebrate local bars as important spaces for connection, entertainment, responsible socialising and economic activity.
The launch, held at Bourbon Bar & Lounge in Jinja during the FIFA World Cup opening match between Mexico and South Africa, also marks the beginning of a nationwide series of World Cup watch party experiences across bars and entertainment venues throughout Uganda.
Through Nile Special, the Official Beer Sponsor of the FIFA World Cup in Uganda through AB InBev’s global partnership, NBL will bring fans closer to the excitement of the tournament while using Cheers to Bars to spotlight the local venues that make these shared moments possible.
Speaking during the launch in Jinja, Nkanyiso Mncwabe, Managing Director, NBL, noted that local bars play a unique role during major cultural and sporting moments, particularly during tournaments like the FIFA World Cup, where millions of fans experience the games from their communities rather than inside stadiums.
“Bars have always been more than places to grab a drink. They are where people meet, celebrate, watch football, enjoy music and create memories. During the World Cup, that role becomes even more powerful because local bars allow fans to feel the energy of the game together, even when they are far from the stadiums.
Through Cheers to Bars, we are celebrating the local bars that bring communities together while supporting jobs, trade and livelihoods across the country,” said Mncwabe.
Nile Breweries says Cheers to Bars is also about recognising the social role bars play in communities, celebrating the community spaces that support social connection while also contributing to jobs, trade and local economic activity.
“Football has a unique way of bringing people together, and during the FIFA World Cup, local bars will become places where fans connect, celebrate and share unforgettable moments. Through Cheers to Bars, we are celebrating the bar owners, staff and communities who make these experiences possible, while recognising the important role bars play in supporting local livelihoods and Uganda’s hospitality economy,” said Mncwabe.
“When local bars do well, the benefit goes beyond the bar counter. It reaches employees, suppliers, food vendors, transporters, entertainers, farmers and many others connected to the beer and hospitality value chain. That is why we see bars as part of a wider ecosystem that supports communities and local economies,” he added.
As part of the World Cup fan experience, Nile Special will also roll out a score predictor mechanic that allows consumers to take part throughout the tournament. Consumers who purchase Nile Special can check under the crown for a unique code, dial *144*26#, and predict match scores for a chance to win prizes and FIFA World Cup rewards.
Nile Special Brand Manager Eric Malinga said the campaign is designed to keep fans actively involved throughout the tournament.
“With the watch parties and score predictor mechanic, we want fans to do more than simply watch the football. We want them to participate, predict, celebrate and feel actively involved in every match throughout the tournament.
The FIFA World Cup is driven by emotion, debate, excitement and shared fan experiences. Through Nile Special, we are creating experiences that bring that energy closer to Ugandan fans while rewarding them throughout the tournament period,” said Malinga.
As the FIFA World Cup runs from June 11 to July 19, 2026, Nile Breweries will continue to celebrate the local bars that give fans a place to gather, share the excitement of the tournament, and enjoy football moments responsibly throughout the season.